DATE: 08/24/2015
Innovation Strengths Preference Indicator® creator and innovation pioneer Robert “Bob” Rosenfeld sits down for an interview by Canada’s Innovation Guild founder, Marguerite Fleming. This innovation duo discusses how organizations can improve their innovation results, how Archetypes help organizations quickly find essential personnel and how to prepare for the inevitable disruptive innovation coming.
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August 17, 2015, Toronto, ON, Canada, Innovators Guild, Founder and CEO Marguerite Fleming conducted a telephone interview with Robert Rosenfeld, the CEO of Idea Connection Systems; a Rochester, NY based innovation consulting firm, to discuss how the use of Archetypes increase the speed, accuracy and probability of hiring the right person for critical jobs, the essential elements Canadian businesses must implement to increase their innovation results, why its imperative for organizations to better understand the human element of innovation, and what organizations can do to prepare for the inevitable industry-wide disruptive innovations.

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“Companies don’t innovate, People do!” is at the core of Robert Rosenfeld’s message and is a major theme discussed during the interview. Robert Rosenfeld consults with companies within both the private and public sectors of industries around the globe. Throughout the hour-long interview, Fleming probes Rosenfeld regarding how leveraging the human capital within organizations is fundamentally essential of all companies; not just Canadian ones; who are seeking to improve innovation results. As innovation professionals, Fleming and Rosenfeld reflected on corporate history, and they agree that often companies fail to grasp that innovation happens on a spectrum and in order to achieve innovation goals, knowing what type of innovation you seek is critical. Once an organization understands the type of innovation sought, the challenge of identifying the invisible elements that impacts success is largely having the right people working on your innovation efforts. According to Robert Rosenfeld, which he discusses and outlines in his two popular innovation books (“Making the Invisible Visible: the Human Principles for Sustaining Innovation” and “The Invisible Element: a Practical Guide for the Human Dynamics of Innovation”) the innovation spectrum consists of Evolutionary, Expansionary or Revolutionary types of innovation. Many companies achieve innovation success on the evolutionary and expansionary range but fail on revolutionary innovation. Revolutionary innovation is often the type of innovation most people associate with or think of regarding innovation. A primary reason companies fail to achieve revolutionary innovation, is a lack of understanding people or the type of human capital at their disposal.
“We have to understand the nature of an organization’s people. So If I look at the topics you are asking… basically you need to understand what type of innovation you are looking for. Are you looking for Evolutionary, Expansionary or Revolutionary type of innovation? By understanding that as a precursor, you then are able to understand what type of people you need. (Innovation requires) that you look at goals, your people, your culture and your systems as a whole in order to make innovation happen. If you understand what you need for the problems you’re facing, you can be successful at innovating. If not, what you do, is generate what you generated previously, which generally is not where the innovation edge lives.” Says Robert Rosenfeld regarding the most influential aspects of innovation.
Robert Rosenfeld describes in detail the difference between the major types of innovation and how they impact an organization. Evolutionary is incremental in nature. Expansionary is staying within the current paradigm or thought. And revolutionary is literally looking at things outside of that, more of a paradigm breaker. Organizations of all sizes, and importantly large global organizations seeking revolutionary innovation must be prepared to experience great amounts of disruption internally. Rosenfeld encourages organizations to understand when working to actualize innovation, or working to improve their recruiting, team building or managing a large workforce, organizations should use a whole person approach. Skills are one thing. The predisposition of the person is another.
Rosenfeld goes on to say “Making innovation happen is not a cookie cutter process, so being able to identify the human elements of innovation; the invisible traits in people that influence human dynamics that then impact your innovation success is essential.” One of the few tools available to organizations seeking to improve innovation results is The Innovation Strengths Preference Indicator® (ISPI™); which allows organizations to leverage the human capital and potential of their people. Robert Rosenfeld and his team use several proprietary assessments and instruments that allow them to gain a clear picture of what the specific culture is that exists within an organization and whether it is possible for evolutionary, expansionary or revolutionary innovation to occur. Using the results of the ISPI™ the Idea Connection Systems team can also look for and identify the innovation leaders. This is one of the first steps required for any organization to have sustainable innovation and to create a culture of innovation.
Rosenfeld and his company, Idea Connection Systems, Inc. helps organizations set up innovation systems and implement the right conditions for revolutionary innovation to happen, thrive and repeat.
Large workforces benefit greatly by having Idea Connection Systems work with them to use the ISPI™ to reverse engineer and map out the invisible traits of the most successful people or top performers in an organization. This allows the organization to create an Archetype of their top performers and then accurately find successors.
The entire interview can be found on Canada’s Innovators Guild website at and Idea Connection System’s website
About the Innovation Strengths Preference Indicator®
The Innovation Strengths Preference Indicator® (ISPI™) will allow you to see the invisible dynamics of your people, team, and organization to realize your true innovative potential.
The ISPI™ highlights 12 orientations that compose an individual’s predispositions for a certain type of innovation. It makes visible the way an individual prefers to solve problems and what impacts their motivation, passion and decision-making. The ISPI™ also shows how one prefers to work with others and deal with control. These orientations impact innovation results.
The ISPI™ is taken online at Idea Connection System’s dedicated secure website for their tools; It consists of 50 questions that take 15 to 20 minutes to complete. You can take the ISPI™ as an individual or create an organizational or team specific database. The ISPI™ costs $75 per user, with volume discounts starting at 100 users. Visit myhumangrid.comfor more information on the ISPI™. To learn more about Idea Connection Systems’ portfolio of services visit
About Innovators Guild
The Innovators Guild is an organization created to support the innovation process in organizations across Canada. We believe that by sharing innovation success stories and best practices that we will all be able to implement these ideas and be able to create a more productive, competitive and prosperous future.
The Innovators Guild is sponsored by the Innovation Culture Group ( and One Million Acts of Innovation(, two organizations dedicated to implementation of innovation best practices.
Innovators Guild desire is that other regions throughout Canada will host their own Innovators Guild and will share their successes with the rest of us.  If you are interested in finding out more, please contact us at
Further inquiry and contact information:
Innovators Guild
About Idea Connection Systems
Idea Connection Systems® is a trusted global innovation consulting firm that focuses on the human element of innovation.
Idea Connection Systems® was founded in 1988. Our beginnings come from an intense desire to bring a clearer understanding of how innovation happens within organizations. Central to understanding innovation and its impact on any organization is to truly understand and embrace the human element of an organization. Idea Connection Systems® works with our clients to implement innovation systems, which assist them to leverage and integrate all their potential talent within in the organization. The Idea Connection System maintains a belief in the principle of the double bottom line. We are all familiar with the “first” bottom line: profit. Businesses create profits that are then used to create more new business, new jobs and profit sharing. Social capital is the “second” bottom line, which is funded by business and philanthropy. Both forms of capital – financial and social – feed each other to build profitable businesses and vibrant communities.
Further inquiry and contact information:
Idea Connection Systems
693 East Avenue
Rochester, NY 14607, USA
+011 585 442 4110